Watching car retailers do their own commercials on TV often makes me cringe. They start their commercials yelling and keep it up. The theory may be that all the energy makes the viewer think that something exciting is going on.

The result is a constant yelling throughout the commercials. And sometimes, unintelligible claims and promises.

One thing we know about providing vocal emphasis is that it comes from a change – a change in tone or volume. Drama comes from elevating the level of delivery, not from sustaining it.

A change of pitch creates more emphasis – and, excuse the pun, a much better pitch.

But here’s the trick. To be able to use your voice to create that kind of emphasis requires some skill or natural talent for voice acting. Something that most retailers do not have. And why should they?

If they had that kind of acting skill, they might be actors themselves. They could benefit from some solid guidance from a Director.

Over the years, we have done many commercials, okay hundreds of commercials, with retailers who wanted to voice their own commercials, or retailers that we thought could do a good job at voicing their own commercials. By and large, the commercials that worked best were the ones where we thought they retailer could voice the commercials.

Was this because we are casting geniuses? Not really.

When we made the suggestion, the retailer more often looked to us for direction and help, they came with a little humility. With an outside guide helping to create the voice required, there were better odds that the end result would be superior.

An outside critical voice, a second opinion, helps create an unbiased view of the end communication. And that critical assessment really helps.

This is the same reason I have told many people that writing maybe hard, but editing our own material is even harder. If you can’t self assess your work and be critical, you are left with your ego running wild.

Sometimes a whisper can be the loudest voice in the room. And yelling can make you just look like a barker at a side show.